Climate change is a major challenge to Alpine tourism. It has to adapt to climate change and at the same time become more climate-friendly. There is a particularly large potential for reduction of CO2 emissions in the key areas of traffic and energy. Tourism is a branch of the economy which is heavily subsidized. Therefore public policy can and must direct developments towards sustainability through the support given to tourism. The present discussion about developments in the tourism industry is dominated by the large chair lift companies which are essentially fixed on ski tourism and the maintenance of the status quo. But focusing only on snow and skiing means promoting a capital-intensive, highly technological form of Alpine tourism and a monoculture. This is neither climatologically nor environmentally sustainable.